| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 107 === The credit card market is currently booming, bringing considerable
income to the banks. In the face of fierce competition within the industry,
it is necessary for the banks to think about how to make consumers
choose their respective credit cards when making purchases with credit
cards, and to enhance the brand image of the issuing bank so that
consumers are more willing to apply for a credit card and use it. It is also
important for the banks to maintain a high degree of customer
satisfaction as well as to establish a strong customer stickiness and
loyalty. Thus, brand image and customer satisfaction has become the
most important issues for card issuing banks.
This study makes use of the empirical results of the questionnaire
and related literature to explore the correlation between the brand image
of the issuing bank and customer satisfaction, and employs the
independent samples t-test and analysis of variance (ANOVA) as
methods of statistical analysis. It is found that when the customer thinks
that the credit card issued by a certain bank corresponds to his or her
personal image, and that both of these images are positive, when the
bank's goodwill is trustworthy, and when the design of the credit card
meets the customer's needs and demonstrates innovation and uniqueness,
the degree of customer satisfaction toward the issuing bank will be
improved, thus expanding its market share. The overall brand image of
the issuing bank that a customer feels can directly and significantly affect
the degree of customer satisfaction, that is, the better the brand image,
the higher degree of customer satisfaction can be achieved.
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